Kerzner is a leading global developer and operator of destination resorts, ultra-luxury hotels, impeccable residences, and innovative entertainment and gaming experiences. Their internationally renowned brands are distinctive and include Atlantis The Palm, Atlantis The Royal, One&Only Resorts, Mazagan Beach Resorts, SIRO, and Rare Finds, including Bab-al-Shams. Their vision is to build a lasting legacy and create sustainable value for their stakeholders.
Include has been involved with Kerzner for several years and currently manages, maintains, and develops against Kerzner’s Sitecore instance for all their brands. As Kerzner is typically an early adopter of new Sitecore-based products, Include is one of only two agencies to be involved with Content Hub projects within the UAE.
Recognising Customer Booking Journeys
Kerzner divides their customer booking journeys into three categories: accommodation, restaurant bookings, and activities (see figure 1).
[IMAGE]
This allows Kerzner to create customer segments based on a defined 6-point customer journey. Special offers, add-ons, and upselling options can then all be customised and personalised based on where the customer is within the specific journey and how important it is for Kerzner to move the customer to the next point within the booking flow process. So, for example, tracking the number of times a visitor comes to the website within a set period but who doesn’t book can trigger a personalised, one-time incentive to convert the visitor to a customer.
The Kerzner Omnichannel Experience Setup
Include worked closely with Kerzner to ensure they could achieve personalisation throughout the booking journey scenarios mentioned above. To do this, the first thing was to make sure that all of the Sitecore tracking mechanisms, such as goals, outcomes, page events, profile cards and campaign IDs, were all set up correctly (see Figure 2) and stored the information in a way that was easy for a custom PowerBI Solution to retrieve and work with.
[IMAGE]
Figure 2 - The Kerzner Omnichannel Experience Setup
Include then built custom tabs within the customer profile, which would store all of the information entered throughout the booking process (see figure 3).
[IMAGE]
Figure 3 - Custom Profile Tab
Capturing information this way meant that entered data could be used within confirmation emails and additional CRM-based activities, such as itinerary-based upsell communications.
Additionally, Include created custom personalisation rules based on customer requirements so that the information stored against the customer profile could be used in personalisation scenarios or to re-engage with customers to complete their booking.
A custom PowerBI Application would then look at the stored information for micro-level insights. It is these insights which lead to the creation of new functionality and personalisation scenarios and, ultimately, a constant cycle of innovation.
A/B Testing Scenarios Within the Booking Engine
The booking engine has recently been updated so that the colours of buttons can be changed to other brand-standard colours and can subsequently be A/B tested to see which colour leads to the most conversions. Similarly, layouts can be changed in certain places within the booking engine.
Customised Forms Linked to Goals
In addition to the booking engine, Include customised Kerzner’s website forms, built using Sitecore Forms. First, we added a tailored look to make them appear tidy on the website and gave them a natural look and feel (see figure 4). We also created custom fields, such as Google reCAPTCHA, for added security and to stop bots from flooding inboxes.
[IMAGE]
Figure 4 - Customised Forms
Include developed a custom API integration that would take the website form’s entered information and copy the details across securely into Salesforce for automatic lead capture on submission. Goals and page events were also added so that opening the page and form submission could be captured within the user’s profile under a customised profile tab. In addition, any information captured could be used within personalisation scenarios once Include had created applicable custom personalisation rules, such as displaying different information based on whether the form had been submitted.
Finally, we created custom reporting for each form.
Other Customisations Within the Solution
Along with the custom API build for Salesforce, several other customisations were made to the overall solution. Firstly, Kerzner’s translation provider has a module that Include installed into Sitecore, so the translation process was nearly 100% automated.
Second, due to how their solution was built, Out-of-the-box (OOTB) workflow solutions would not work, so they had to be customised to work correctly with the developed solution.
Include also built an import program which linked to a Kerzner-built internal-based system. Once different items had been created in this Kerzner-based system, content authors could run an import utility that would pull in all new items and install them into the correct directories so that the content authors could add content against those items.
Lastly, Include created an automated image focal-point cropping service within the media library. The solution utilised machine learning to automatically detect each image's focal point for the best overall results (see figure 5). A similar solution now exists within Content Hub.
[IMAGE]
Figure 5 - Focal Point Image Optimisation
The Results
The overall project has achieved some amazing results through customisations and the use of personalisation:
[IMAGE]
If you want to know how Include Agency can help your business achieve similar results, please get in touch with us at +971 54 3305598 or hello@includeagency.com.